The Motley Fool

The Motley Fool is an investing and financial advice platform that works to make finance and investing advice accessible to everyone and help them to invest for a better future.

The new identity transforms the brand’s mascot Elvis’s jester cap into an iconic symbol for the brand. By focusing on the cap with the new logo, the platform hopes more people can imagine donning the hat and seeing themselves as Fools, too. The new visual language builds on the heritage of the brand to create a dynamic visual system for the platform and its various products, businesses, and services.

︎︎︎ Category: Brand Identity
︎︎︎ Client: The Motley Fool
︎︎︎ Studio: Pentagram
︎︎︎ Creative Direction: Luke Hayman
︎︎︎ Team: Shigeto Akiyama, Janny Ji, Ashley Jo


© Janny Ji 2024